Influencer marketing plays a unique role in the marketing of diet and health products. Instagram-based data reveals that seven out of ten images contain at least one brand. And even more exciting, is that up to eighty-eight percent of the brands illustrated relate to diet and exercise. Among these, nine out of ten are referred to by name or linked directly to the brand.
For both influencers and brands, this is why it’s so important to make sure they are both getting new Instagram followers through the use of trending hashtags and content marketing. Without these methods in place, the growth of any account will quickly go stale.
Brands assigned to the nutrition division are divided into fifteen categories, with sportswear representing the highest share. To learn more about these latest marketing metrics and reports, continue reading through the guide below.
Qualitative content analysis
The hashtag #weightloss is associated with posts on healthy food, but does it really promote weight loss? There is a stronger correlation between social media use and pro-eating disorder in adolescent girls. Using an ontology to code the posts, we were able to determine which content was associated with the hashtag, and which content did not. We also categorized the images into food, people, before and after photos, text, and nutritional value. In addition, we categorized food images as being either nutrient or energy-dense. We also included pictures of stereotypically unhealthy foods.
The results of the research revealed that influencers using hashtags related to weight loss were engaged in a close relationship with the Keto community, whereas the Active healthy lifestyle community remained detached from the weight-loss movement. These findings indicate that weight loss hashtags are more effective for weight loss if they reflect the desires of the target demographic. For example, the ‘Anti-obesity’ hashtag featured idioms describing a woman’s desire to look like a bikini. The hashtag ‘#reinvention’ was associated with a negative view of weight loss, such as the ‘off-track’ theme.
Types of influencers
The two main types of influencers that use weight loss hashtags are those that promote physical activity and diet. Using these influencers to market a particular product or diet is crucial because they gain followers’ trust through targeted communication techniques. They present an ideal body shape and promise to simplify the process of achieving it. Furthermore, these influencers also promote specific branded sportswear, which are intended to be worn by athletes or those who aspire to look like that.
The two types of comments that influencers receive are: type 1 and type 2. The former type contains negative criticisms, recommendations to friends, and answers to questions. The latter type contains compliments, often without an image reference. Type 3 comments contain praise or personal comparison, and the last type focuses on motivation and inspiration. Typically, these followers express their trust and react to incentives offered by influencers.
Benefits of using weight loss hashtags
The use of hashtags can have many benefits. It not only attracts people to a specific weight-loss program, but it also engages users with other resources. For instance, hashtags used in nutrition can drive users to a website that offers healthy recipes. Users can also find the nutritional information they need for the diet they are trying. By using hashtags, nutritionists can reach the right audience, as well as make use of the power of social media for health.
Using hashtags for weight loss is a great way to increase your engagement. Hashtags are metadata used by social media users to identify relevant posts. For example, using #fitness hashtags will help you target potential clients who are looking for accountability partners. Furthermore, using #weightloss hashtags in your posts can help you identify community-based weight loss programs and get them noticed by the right audience. However, there are several other benefits.
Limitations of content analysis of Instagram-based data
We conducted content analysis on recent posts using the hashtag #fitspo, which we derived from the authors’ analysis of four different social media platforms. We searched for posts containing the hashtag across Instagram, Facebook, Tumblr, and Twitter and extracted data by screenshot methods. However, the limitations of this approach are that there are no standard tools for systematically searching social media. We were able to identify popular posts, but were limited by the number of followers.
With the weight loss and beauty space being as competitive as it is, all members in this space need to be proactive. This means making sure they have each of these winning methods in place at all times. To learn more about this process, be sure to check out our other social media guides on the main page of the blog.